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CRO
Learn Small, Scale Big: Turn Visitors Into Customers with a Multi-Brand Strategy
The Clorox Company is a leading multinational producer of consumer and professional products with approximately 8,700 employees worldwide. Clorox products are found in 8 out of 10 homes in the United States, including its namesake bleach and cleaning products.
We are going to win with Cro Metrics. I am thrilled to have Cro Metrics in my corner as a strategic partner to help us accelerate and conquer.
– Miles Liedtke, Site Manager – Site Experience and Optimization Manager, DTC BU, The Clorox Company
The Challenge
The world of Consumer Packaged Goods (CPG) is changing, and COVID inevitably accelerated that change. Brand loyalty is being transformed by direct-to-consumer sales, which in turn informs omnichannel strategies. Clorox recognized that decisions driven by data were unquestionably the catalyst to successfully navigating this transformation, but struggled to work with partners who could not only design and execute a high-velocity testing program, but do so strategically with a focus on Clorox’s goals of media efficiency, incremental on and offline revenue, and uncovering brand insights.
The Solution
Working closely with the team and Clorox across 5 DTC sites, we identified primary focus areas that aligned with Clorox KPIs. Using both qualitative data from Clorox brand teams and quantitative data from onsite e-commerce performance, we designed hypotheses around pricing sensitivity, first identifying low-volume product SKUs, executing successful tests to drive up volume. Validating packaging decisions further moved the needle, coupled with trust messaging and product positioning.
Results
Clorox has truly embraced a Culture of Experimentation—one where learnings are shared across the enterprise. Not only did we achieve remarkable results across our primary focus areas, but our learnings have delivered brand insights that will be applied more broadly throughout the business. This has enabled Clorox to include more teams and stakeholders in the success of the optimization program.
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